Spell the Magic of

MantRa

2012

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Brand Mantra

Brand mantra (building blocks

of positioning) also refers to asbrand essence or brand promise.Brand mantra is a 2 – 5 wordwhich encapsulates everythingabout a brand pop, pod to com-petitive frame of reference. Brandmantra is not an advertising slo-gan, tagline or simple sloganeeringbut it’s a complete thought and apurification process to build a solidconstructed brand and is mostpowerful when it becomes adeeply resonant piece of the DNAof an organization however isguideline to address the concernedissues of an organization when itcomes to questions like: what busi-ness should you be in or not ?howto handle the crises you have got-ten yourself into ?how do youmakes this painful choice.

It the queen of positioning whenplaced properly can win the wholegame itself. YES it is the rock starindeed. Brand mantra is poetry anart of the start.

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A New BrandWorld: Eight Princi-ples for Achieving BrandLeadership in theTwenty-First Century,By Scott Bedburynew brand world

Bedbury the greatest brand maven,was the senior vice president, mar-keting at star bucks launched hisbook in 2002 by the name of newbrand world published by Vikingpress was a magnificent read for whoare eager and inspired by the possi-bilities a brand positioning could cre-ate . His book enlightened the keyaspects of branding like commoditybranding, brand mantra and proven

ways to live the brand.

He proposed that brands are thesponges for the image, content or theemotional feelings and ambient aroundthe psychological mindset of publichaving a core association with thebrand stays back in the mind of theprospects. brand is the sum of all good,worst , ugly and the strategy youmade from the heart winning advertis-ing to the awful ads that can easily beforgotten as well as from the accom-plishment of best employees to themishaps of worst hire you made . Like-wise from the laudatory speech of ceoto customer complaints. All of theabove mentioned factors uncover theobtrusion of brand definition.

According to scott, branding is a

practice that is above and beyond busi-ness strategies which not only helps inshaping but as well as directing abouteverything a company does , most im-portantly what how it does . He sug-gested that companies must have athirst on earning trust and love over-time rather tan investing much on mar-keting, such expenses will not leadthem towards gaining trust and love.Brands should not compete on price(which is for sure a critical factor) in acommodity market must aligned cohe-sively with other key determinants e.g.quality, profitable product &servicesand most important an organizationalstructure to sustain it. He further ex-pressed his views that brand mantra isdifferent from of a tagline as it is anessence which dissipates to every em-ployee, shareholder , vendor , internalas well as external audience so thaeadhere to their behaviors unani-mously . however , when it comes tothe brand extension it is advisable tometiculously examine the core productcategory [positions before taking abrand to a new distribution channel .by doing so will for your brand ratherresults in dilution . the second sugges-tion outlines that brand persona , im-portance of logo and tagline procrasti-nates that company’s which holds adistinctive brand image can create apresence at a marketplace even if theyare charging premium prices . last butnot the least he concluded by sayingthat all brand core values , forms ofmedia (online or offline ). paid or un-paid . must work altogether towardsthe core target audience .

BrandingMantRa - Con-nect with your

customersAccording to the vigender trivedi,branding is a driving indicator tohelp define the success of an in-creasing the influence of customeron products or businesses on thewhole. The startup owners a real-ized the importance of connectingcustomers with branding from thestart of the process instead of mak-ing them informed at the end ofproduct development phase.

Brand marketing specialist under-line the relevance of branding forstartup and emphasized how es-sential it is to connect well withyour customers for improving thesuccess of brand the tone andvoice matters a lot in explainingwho you are and how you comeacross carry importance. Viable yeta big idea including val-ues ,unique selling proposi-tion ,story can help to stay on tar-get .conceptualized your websiteas a store and make plan arrange-ments how to engage the custom-ers there .

http://www.allwriteink.com

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Mission state-ment or Mantra:

whatdo you

have?

Deborah Chad-dock_Brown

The article showcase the relative

I

importance of missionstatement vs. man-tra .which one do youhave? mission statementis something we canstand for ,something wecan believe in , or some-thing in which one canindulged into to work to-wards it they are just theimperative fragmentsmight include the profes-sional , capable , creativeand effective , but whatabout a mantra ? It canencapsulation of every-thing about a brand ( 2-5word expression ). some-thing that can be memo-rized, recall and has anintense effect on yourselfthat it becomes a part ofyour own self and youowns it in your heart .The author states whicheven among the two youpick. Don’t keep it a hid-den secret under a bas-

ket .let it spellsbrightness over the worldto see.Mission statementor mantra

B R A N D

The article ex-

plicitly states

the role Consumers

plays in executing transaction in to-

day’s place competitive market

where all over consumers have array

of products choices and has a free-

dom to buy from thousands of com-

panies disperse all over the world .the

author start with an opening example

of shoe manufacturer who can gauge

the customer traffic because of

capitalizing on point of difference .

The whole dynamics of customer

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relationship has changed because

of the intense power holded by

customers nowadays. Companies

are struggling hard to seek cus-

tomer attention for their success.

They also realized just not only to

satisfy the customers but to turn

them into evangelists for their

companies. It is quoted

Traditionally, customer survey stud-

ies were conducted to examine cus-

tomer satisfaction level which now

seems less important as it is not nec-

essary fact that customer satisfaction

would result into repeat purchase as

well. Pre purchase satisfaction of cus-

tomers encourages the subsequent

post purchase decisions whereas there

is a probability of customer switching

to competitors because of bombarding

advertisements from all dimen-

sions .studies also the loyalty of cus-

tomers indicated when they have re-

peatedly auspicious experience with

product and services over and over

again and as a result they emotion-

ally get attached to the brand which

create hindrance in making rational

decision while making repurchase

again .

The repeat business from loyal

customers is always guaranteed.

This can be seen when it comes to

Apple Macintosh cult. .Loyal cus-

tomers have emotional connection

with their products to the extent

that they are even ready to wait in

lines for hours or even for days

before the launch of its prod-

ucts.brand loyalty

The new marketing product

Marketing MaN-t r A s M a k eMoney

Author’s note: This is a reissueof a previous blog due to popu-lar demand6/10/2007

Mantra a poem, mystical phrase aprayer which make you compla-cent and drive you concentrationwhen repeated and holds a dis-tant position in your mind . Its setyour business apart from others.It is memorable, rememorable andunderstandable. It depicts posi-tively rather than negatively andconvey message favorably.American express –who can for-get that “as it says don’t leavehome without it. What if leavehome without it .this fear has ledcustomers to switched to competi-tor master card .customers make

purchase because youare different not becauseyou are in a competition or havesimilar features and benefits. Mar-keters can be written down in alist of distinctive, posses, furthernarrow down into few words andfinally reducing it to 3-5 wordswhich sets them unique, test itwith friends, coworkers, For in-stance and customers if they re-spond favorably and concur thatthe offering is different it is ac-ceptable changes are encouragedof something went wrong andonce a right message has devel-oped. Lets it know to the world.For intense big brands earnmoney just because of differentia-tion. Burger king “have it yourway “which shows that burgerking can customized the offeringaccording to the customer tasteand preferences’ as compare tothe other competing brandMcDonald .another example , dia-monds are forever it smarty ac-centuates the vitality of diamondsthey will never be outdated andoutlasts forever .Marketing Mantras Make Money

Tagline – YourBrand Mantra

Hesays it took me a lot of time to fix

my own mantra and for setting it Ihad to decide what mission and goalsare. The real capabilities, passion andprospects of mine. I drew my mantrabased on my mission whereas tag-lines are inexpensive tools ,slogans ,business or advertisements slogans or

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mantra with few words orphrases which explained thepurpose , aims aspiration ofany firms based. It representsthe core philosophies of a firmor brands. if you createvivid ,powerful and effective

mantra it helps in attracting the at-tention of customers and make youdifferentiable as a firm or in brandsas well .tagline your brand mantra

4 MANTRAS OFP E R S O N A LBRANDING

THE ARTICLES HIGHLI GHTSHOW PERONAL BRNDING HASBECOME AN IMPOTANT MAN-TRA FOR PEOPLE WHO HAVEINDEPENDENT MINDED AP-PROACH IN OFFERING WHATTEY CAN MANTRA AS AN IN-DIVIUAL . THESE MANTRASARE NOT ONLY HELPINGMARKERS TO GET HOLD VERTHE MARKET BUT ALSO BENE-FITING THE INDIVIDUALS INDEVELOPING THERE OWNUNIQUE BRAND AS THEY DIF-FER IN ABILITIES AND CAPA-BILITIES IN IER VERY OWNWAY.THE 1ST MANTRA HIGH-LIGHTS THE KEY INTERNALDETERMINANT THE FORMOSTPOLICY ONE SHOULD ADOPTWHICH IS HONESTY THE REALYOU ,, E PEOPLE MUST BE RE-FLECTED IN YOUR, PRODUCT .OTHERWISE YOUWOULD BEUNABLE O FORM LADTING RE-LATIONSHIPS WITH YOURPROPECTS . THE 2ND MANTRAEXPLAINS THAT WHATEVER

GOODS AND BADS ,YOU HAVEOR WHATVERS YOUR POTEN-TAIL SKILLS AND INCOMPE-TENCIES ARE USE THEM-MAKE IT YOY IN IDENTIFI-ABLE WAY AND MAKE ITYOUR USP . ANTHONY BOUR-DAIN AND GORDON RAMSAYBOTH POSSES PESSIMISTICQUALITIES THEY ARE LOUD ,AGGRESSIVE AND HAVE REP.INSPITULSIVE REACTIONSBUT STILL ARE WORLD RE-NOWED CHEFS . INPITE OF THEFACT THAT THEY BOTH HAVENO POSITIVE QUALITIES INTHEIR PROFESSIONAL WHICHMAKES THEM PROMENANTAMONGST THE REST . THE 3RDMANTRA STATES THATMONEY IS ANONYMITY , YOUHAVE TO TAKE THE STANCEFOR YOURSELF , MOVEAHEAD, AND AVAIL THEOPPRTUNATY .. THUS INOR-DER TO BE ON THE LEAD . TOBUILD A PERSONAL BRANDTHE EFFECTVE COMMUNI-CATON SOURCES MUST BEAVAIL LIKE BLOGG , TWITTERACCOUNT, SOCIAL MEDIA.PROFESSIONAL NETWORK-ING , WEBSITE ETC . THESETECHNOLOGICAL MEANSHELPED THE PERSON TO DE-VELOP A WELL CONSTRUCTEDBRAND . THE 4RTH MANTRASYS THAE HE MOVES SHOULDBE INIMITABLE . IT IS AD-VIBLE TO LOOK UP OR TOTAKE GUIDENSS FROM THEMENTOR S BUT YET MADE ANATTEMPT TO STAND OUT .

4 Mantras to Personal Branding

Success

B R A N DB R A N DB R A N DM A N T R AM A N T R AM A N T R A

C A M -C A M -C A M -PAIGNPAIGNPAIGN :::

WHO CAN TURNWHO CAN TURNWHO CAN TURNA SMALL LOANA SMALL LOANA SMALL LOANINTO A BIGINTO A BIGINTO A BIGDEALDEALDEAL

THE ARTICLE STATESTHE ARTICLE STATESTHE ARTICLE STATESTHAT A SMART CREA-THAT A SMART CREA-THAT A SMART CREA-TIVE MOVE CAN LEADTIVE MOVE CAN LEADTIVE MOVE CAN LEADTO DOOR. IRCE TO SUC-TO DOOR. IRCE TO SUC-TO DOOR. IRCE TO SUC-CESS IN SUCH COM-CESS IN SUCH COM-CESS IN SUCH COM-PETITIVE ENVIRON-PETITIVE ENVIRON-PETITIVE ENVIRON-MENT . ONLY THE INNO-MENT . ONLY THE INNO-MENT . ONLY THE INNO-VATORS WIT HIGHLYVATORS WIT HIGHLYVATORS WIT HIGHLYDOGMATIC APPROACHDOGMATIC APPROACHDOGMATIC APPROACHTURN THINGS INTOTURN THINGS INTOTURN THINGS INTOBIG .EITHER DIFFEREN-BIG .EITHER DIFFEREN-BIG .EITHER DIFFEREN-TIATE TO STAND OUTTIATE TO STAND OUTTIATE TO STAND OUTOR DIE .OR DIE .OR DIE .

WHO CAN TURN A

SMALL LOAN INTO A

BIG DEAL?

WHETHER CREATE BYH U M A N B E I N G S O RBRANDS WHEN SMERGETOGETHER CAN DOWONDRS . A DISTINC-TIVE SMART MOVE CANBRING EVALOUTIONWHICH IS AN INNOVA-TION INDEED .

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WHOS IS DONE IT ALLAND STILL ITS VIRGIN ?

OLD IS GOLD

YES THAT’S CALLED EN-JOYING THE STATUS ,CREDIBILTY, AND POSI-TION A BRAND HOLDS INA

CUSTOMERS MIND .EVEN IF SO METHINGWENT WRONG T JOBSHECUSTOMER IS READY TOFORGOE .LEA

MAKE YOUR MANTRAVIIVD,ATTRACTIVE ,CATCHY AND APPEAL-ING TO THAT EXTENTTHATI INDIVIDUALSSTART THINKING LIKEA BRAIN CHILD IRRE-SPECTIVE OF HOW THATBRAND IS GOING TOFULFILL HIS NEEDS ORDEISIRES .

WHAT SEDUCE ADAM ,INSPIRED NEWTON ,ANDBELONGS TO STEVE?

ADAM : EATING APPLELEADS TO PUNISH.MENT.

NEWTON :FALLIG AN AP-PLE FROM A TREE MADE

HIM TO INVENT LAW OFGRAVITY.

S T E V E

J O B S : H E

TOOK THAT PRINCIPLET O A N E X T E N D E DLEVEL ACHIEVEMENTWHICH LEADS TO THENEW ERA OF SCIENTIFICAPPROACH AS WELL EN-T E R T A I N M E N T .THROUGH HIS CREATIVEINVENTION “ APPLEMACINTOSH CULT”

The Brand Mantra campaign

REVIEW

Brand mantra hasdifferent meaning todifferent authorsand to marketerMarketers as well its an

expression marketers use

to claim which type of

business they are in , a

promise to the audience

signify the presence of a

brand in terms of market

offering . In an attempt to

create a personal brand

there are guideline men-

tioned but they vary from

individual to

individual . Mantra ho ld

different meanings to peo-

ple . As it said by Debora

chadock that I took her

long to set the mantra for

herself, she drew it through

her mission and goals.

Some people make their

tagline t. heir brand mantra

to be recalled , understood

and remember . Nike ,

McDonald, ibm , Master-

Card , apple, coke and

many others have brand

mantra . New marketing

programs , prod cuts, cus-

tomer loyalty, mobil-

ity ,connecting with cus-

tomers, or even mission

statement has emerged

into a new marketing man-

tra. it can be something of

a magic spell; when your

brand mantra is well de-

fined, understood and

measured, it can be the

driver of your economic

engine .lets take some ex-

amples : 1. Nike: AuthenticAthletic Performance

2. Disney: Fun FamilyEntertainment

Ritz-Carlton: Ladies& Gentlemen Serving Ladies& Gentlemen

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Ladies & Gentlemen

4. BMW: UltimateDriving Machine

5. Betty Crocker: HomemadeMade Easy

6.coca cola wi t h i n an

a rm ' s r each o f de-

s i r e " .

American express .

Worlclass service, personal

recognition